2015: Year of the Consumer

Customer Service Training and Technology Strategies for the New Year

Today’s consumers are truly in the driver’s seat. They expect information and answers 24/7/365. They’re using mobile devices and social media in greater numbers than ever before. They’re not afraid to switch to a competitor and they are quite willing to voice their opinions on social media. And they want personal attention. In short, 2015 is the year to meet customers where and when they want to do business, using the technology they prefer.

Go Mobile or Go Home

Today, 50% of all adults and 76% of millennials use a mobile device, while the total num­ber of vis­i­tors to web­sites from mobile devices now exceeds those from desk­tops. “Mobile” is what con­sumers expect—not just for purchasing, but for locating businesses, conducting product research, and requesting customer service. If they can’t find it easily on their phone or tablet, they’ll search out another company that is set up to do so. Consequently, forget the patch or “add-on” app feature. Your brand’s mobile customer experience needs to be at least as good, if not better, then your desktop experience. Design and execute your website so that it syncs perfectly with mobile devices.

Speaking of Social Media…

When designing customer service, think like a mobile user. They want personal attention and they want resolution “now”, making live chat and social media sites highly popular options. Social media offers many advantages, HOWEVER, if your company/brand invites consumers to interact via Facebook, Twitter, Pinterest, etc., then it must be prepared to respond via the same channel of communication. Don’t even think of directing them to a 1–800 number!

Conducting customer service on a social media site demands that your response team provide immediate responses. If you can get back within minutes, you’ll have a happy customer. These interactions also feel more personalized to the customer because it’s an actual person providing the answer—not an automated email or phone menu to sift through.

Social media, however, can feel risky for your company, because nothing is private. If you blow it, the result can go viral. On the flip side, a well-trained response team will have the opportunity to shine. When you deliver top-notch customer service, you’ll immediately impress and inform other followers, not just the customer with the question. Another plus: People who use social media are generally, well, social people! They’re more likely to share their experiences—both positive and negative—with others. It’s a good reason to do it and do it right.

Provide Multi-Channel Service Options

In 2015, companies want to deliver a consistent, personalized multi-channel experience, including email, social media, chat, phone, in-store, desktop, smart phones and tablets. Investments in both technology and training are necessary to not only tailor experiences to each customer’s individual needs and wants, but to centralize customer data.

1. Create an ongoing conversation. Suppose a customer tweets a question. Later that day, she poses a related question on Facebook. Two days later she initiates a chat session. Each agent, no matter what the channel, should have access to all interactions. This personalizes the experience, crates the sense of an extended conversation, and makes the customer feel valued.


2. Make the process technologically seamless. Agents need to see the whole customer history—no matter what channels a customer has used—without switching from screen-to-screen or program-to-program. This reduces wait times for the customer, and provides the agent with the full picture, to resolve the matter more efficiently.


3. Regardless of what channel your customer uses, your brand and quality of customer experience must be exceptional and consistent throughout. Provide thorough training for your agents—both on the skills needed to successfully handle each channel and how to navigate the associated technology.

Resolve for Success in 2015

The playing field is changing, but the rules still apply. No mat­ter how customers access­ your com­pany, stellar customer service is, more than ever, the key differentiator between you and your competitors.

So make—and keep!—a resolution this year. For 2015, invest in the software and hardware needed to keep up with consumer preferences for mobile access and social media. Train agents to be successful in all channels of service as well as the associated technology. Resolve to delight your customers, no matter where they are!

2015: Year of the Consumer